Frasers Group to launch Sports Direct in Australia and New Zealand
Frasers Group has announced a long-term strategic partnership with Accent Group to launch and operate its renowned Sports Direct brand across Australia and New Zealand. This collaboration will see Frasers Group significantly expand its footprint in the Australasia region, with plans to open 100 Sports Direct stores. The move marks a major step in Frasers Group’s ambition to become a dominant force in global sports retail, leveraging its partnership with one of the region’s leading sports and lifestyle footwear distributors.
The Power of the Partnership: Frasers Group and Accent Group
Accent Group, known for its strong presence in Australasia, is a major retailer and distributor of premium lifestyle and sports footwear. With more than 900 stores and a portfolio of 12 brands under its belt, the company has built a reputation for excellence in retail operations across the Australian market. This extensive retail experience and robust infrastructure make Accent Group the ideal partner for Frasers Group as it looks to break into the Australian and New Zealand sports retail markets.
Frasers Group, which has recently become Accent Group’s largest shareholder, is set to work closely with the company to expand its operations and drive the growth of Sports Direct across the region. This strategic move gives Frasers access to Accent’s established retail network, as well as its deep market knowledge. In return, Accent Group will gain access to Frasers Group’s impressive global portfolio of brands, including heavyweights like Everlast, Slazenger, Karrimor, and USA Pro. These globally recognized brands will help Sports Direct become an even more attractive option for consumers in Australia and New Zealand, offering a comprehensive range of products for every sports enthusiast.
The Frasers-Accent partnership will play a crucial role in Frasers Group’s growth plans for the region, as the company aims to open 100 Sports Direct stores across Australia and New Zealand in the coming years. This ambitious target represents a clear commitment to establishing a significant retail presence in Australasia. Sports Direct, a well-known sports and lifestyle retailer with a strong reputation in Europe and other international markets, is now poised to make its mark in one of the world’s most lucrative retail regions.
Frasers Group’s focus on expanding its retail footprint is part of a larger global strategy to solidify its position as a leader in the sporting goods industry. The company has already seen success with its retail brands in other parts of the world, and the expansion into Australia and New Zealand is a natural next step. By leveraging Accent Group’s local expertise, Frasers is able to scale up its presence quickly and efficiently, bringing Sports Direct’s offerings to a broad new customer base.
A Stronger Commitment to Global Expansion
As part of the agreement, Frasers Group has committed to increasing its shareholding in Accent Group to 19.57%. This further investment reinforces Frasers’ confidence in Accent Group’s capabilities and its commitment to the long-term success of the partnership. With this increased stake, Frasers Group is not only securing a larger role in the region’s sports retail market but also ensuring a deeper collaboration with Accent Group’s leadership team.
Michael Murray, Chief Executive of Frasers Group, expressed his enthusiasm about the partnership, stating, “Since acquiring a strategic shareholding in Accent, we have developed a robust partnership between Frasers and Accent. Accent has an impressive, well-established platform with various sneaker concepts and a strong distribution of brands. We’re looking forward to expanding our partnership to launch Sports Direct in Australia and New Zealand, working towards our bold plan of opening 100 stores. This reaffirms our commitment to driving the growth of the Sports Direct brand internationally and marks a significant step forward in our ambition to becoming the leading global sporting goods retailer.”
The introduction of Sports Direct to Australia and New Zealand represents a major shift in the region’s sports retail landscape. With its focus on offering a wide range of affordable sportswear and footwear, Sports Direct will cater to both amateur athletes and dedicated sports fans looking for high-quality products at competitive prices. The partnership with Accent Group ensures that Sports Direct can tap into a well-established retail network, positioning the brand as a go-to destination for sporting goods across the region.